Pure Business

After the crisis that led from the recall, Toyota needs a recovery plan based on their brand. Their biggest loss from this incident is the trust and reputation of their brand. Toyota used to be known and had success with their quality of the vehicles. However, when this advantageous gap started narrowing, the company focused instead on the appeals (styling and performance) which caused the engineering and management resources to decline. This was the fault that led to the failure resulted in the incident. In order to regain their reputation, Toyota needs to put the customer’s voice at the center in planning based on their behavior. They need to satisfy and meet the decision making qualities of the customers: motivation, perception, attitude formation, integration, and learning.  In purchasing Toyota cars, the behaviors which represent their voice of the customers clearly show that these decision making qualities are triggered and made due to the qualities of Toyota vehicles. Toyota needs to respect and focus their recovery plan based on these voices of the customers. This will help the company to regain their trust from the customers as well as their brand reputation.

Toyota takes action in their first step of this recovery plan by launching new quality checks.

Work Cited:

Learning the Hard Way by Finbarr O’Neill (Web)  http://www.nytimes.com/2010/03/25/opinion/25iht-edoneill.html